Creative Strategy
Clarifying direction before design begins.
I help teams define brand vision, positioning, and opportunity — creating a clear foundation for confident decision-making. Through collaborative discovery and creative strategy, we identify what matters most and align around a shared direction that informs visual expression.
Includes:
Brand vision & positioning, naming & narrative, workshops & discovery, audience and category insights.
Brand Development
Building systems that express strategy.
From identity and visual language to flexible design systems, I translate strategy into cohesive brand experiences. The focus is on creating tools and frameworks that support consistency, creativity, and growth over time — whether developing a brand from the ground up or evolving an existing one. This work ensures brands are not only recognizable, but usable, adaptable, and built to last.
Includes:
Brand identity & logo systems, visual language, typography & color systems, brand refreshes, art direction, identity guidelines and toolkits.
Execution
Bringing ideas into the world with intention.
I bring brands to life through thoughtful, well-crafted execution — partnering closely with teams to ensure ideas are realized with care, consistency, and momentum across touchpoints. This work bridges concept and production, balancing creative vision with real-world constraints.
Depending on the scope, I lead execution directly or collaborate with trusted designers, developers, and production partners to deliver work at a high level.
Includes:
Packaging graphic design, digital and web direction, campaign concepts & content, advertising and retail applications, print and environmental design, production and creative direction.